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SHESAYS DENVER PRESENTING SPONSOR
SHESUMMITS CONFERENCE SPONSORS
SHESAYS DENVER SPONSORS
INSPIRATION
INSPIRATION
#SHESUMMITS16
ERIN JACOBSON
Designer, Tres Birds Workshop
MARY BETH MONTGOMERY
Creative Director, Formerly at
Virgin Pulse
MELANIE TAYLOR
VP Content Strategy, Inspirato
Designer, Tres Birds Workshop
Erin
JACOBSON
Design Prompt:
“Design a museum focused on
Oregon ecology.”
analytical
scientific
mathematical
Paralysis by analysis
creative
passionate
imaginative
https://vimeo.com/40462235
analytical
scientific
mathematical
You can try your hardest to
capture the feeling of
being of there – but no
photo will ever compare to
actually being on a summit
or being ona trail.
“
creative
passionate
imaginative
Lisa Congdon
STOP THINKING,
START DRAWING
analytical
scientific
mathematical
1
2
3
1
2
3
1
2
3
CREATIVE& BRANDDIRECTOR
INSPIRATIONIS EVERYWHERE.
INSPIRATIONSOURCE.
INSPIRATIONAPPLIED.
1
CREATIVE
BRIEF
MY PROCESS: NAMING
2
SEED
WORDS
3
APPLY
INSPIRATION
• Never  skip!
• Gets  all  aligned
• Blueprint  for  the  brand
• Listen!
• Common  themes  emerge
• Create  list
• Be  systematic
• Mine  the  internet
• Don’t  fall  in  love!  
What are the
qualities of a
great brand name?
• Suggestive
• Meaningful
• Evokes imagery
• Has legs
• Emotional
• Broad enough
• Interesting
• Easy to say
• Relevant
VICE PRESIDENT CONTENT STRATEGY, INSPIRATO
Melanie
TAYLOR
#SheSummits16 @melaniegt
#inspireme
#SheSummits16 @melaniegt
#SheSummits16 @melaniegt
#SheSummits16 @melaniegt
#SheSummits16 @melaniegt
YOU	
  LOOK	
  FUNNY	
  WITH	
  
YOUR	
  HEAD	
  LIKE	
  THAT
#SheSummits16 @melaniegt
Just	
  as	
  people	
  with	
  
different	
  backgrounds	
  
solve	
  problems	
  better
#SheSummits16 @melaniegt
You	
  can	
  become	
  
inspired	
  by	
  
stepping	
  outside	
  
your	
  everyday	
  
world.
#SheSummits16 @melaniegt
Or	
  even	
  by	
  
looking	
  closer	
  
inside	
  your	
  
world.
#SheSummits16 @melaniegt
QUESTIONS
EXPERIMENTATION
SheSummits:
Experimentation
A	
  few	
  truths	
  
and	
  a	
  dare
EXPERIMENTATION
#SHESUMMITS16
MORLEY MCBRIDE
Founder, More
Creative By Design
MEREDITH OLSEN
Program Manager,
smith & beta
A  talent  development  and  education  company  
focused  on  helping  employees  get  smarter  in  the  
digital  economy.
DIGITAL  and  WAYS  OF  WORKING
#SHESUMMITS16
iterative
collaborative
courageous
experimental
#SHESUMMITS16
WE  ASK  PEOPLE  
TO  GET  
EXPERIMENTAL
#SHESUMMITS16
Employees  Don’t  
Experiment
65% of  survey  
respondents  say  that  
experimentation  is  the  most  
important  quality  for  the  
agency  to  improve  upon
#SHESUMMITS16
Carol  S.  Dweck,  Ph.D.  
So,  we  are  here  today  to  
encourage  you  to  get  more  
experimental.
Experimentation  is  much  easier  with  
the  necessary  mindsets  in  hand.  
#SHESUMMITS16
4  TRUTHS
+  1  DARE
#SHESUMMITS16
Can  you  see  the  future?
#SHESUMMITS16
An  experiment  is  one  
of  the  few  ways  to  gain  
knowledge  you  don’t  
already  have
#SHESUMMITS16
TRUTH  #1: You  must  embrace  the  unknown.
Uncertainty  
is  certain.
#SHESUMMITS16
Experiment:  
to  try  or  test,  especially  in  order  
to  discover  or  prove  something
#SHESUMMITS16
Experiment:  
to  try  or  test,  especially  in  order  
to  discover or  prove  something
#SHESUMMITS16
“The  most  successful  entrepreneurs  
don’t  begin  with  the  best  ideas
— they  discover  them.”
– Peter  Sims
#SHESUMMITS16
TRUTH  #2: You  can  (and  should)  start  small.  
Constraints  are  
your  friend.
#SHESUMMITS16
What  you’ve  got  
is  all  you  need
#SHESUMMITS16
STORY  2  -­ digital  paper
#SHESUMMITS16
#SHESUMMITS16
“A prototype  is  worth  a  
thousand  meetings.”
– An  IDEO  saying
Small  experiments  help  
us  find  “small  wins”
#SHESUMMITS16
And  “small  wins”  help  us  
make  change  happen
#SHESUMMITS16
And  “small  wins”  help  us  
make  change  happen
#SHESUMMITS16
STORY  3  -­ digital  video
Before
#1
#2
#3
#4
#5
#6
Now
Tiny  
steps
Tiny  
steps
Tiny  
steps
Tiny  
steps
Tiny  
steps
Tiny  
steps
Tiny  
steps
Tiny  
steps
TRUTH  #3: You  must  repeatedly  learn.
Failing  is  just  a  dirty  word  
for  learning.
#SHESUMMITS16
“If  I  find  ten  thousand  ways  something  
won’t  work,  I  haven’t  failed.  
I  am  not  discouraged,  because  every  
wrong  attempt  discarded  is  just  one  more  
step  forward.”
–Thomas  Edison  
“If  I  find  ten  thousand  ways  something  
won’t  work,  I  haven’t  failed.  
I  am  not  discouraged,  because  every  
wrong  attempt  discarded  is  just  one  more  
step  forward.”
–Thomas  Edison  
Your  cheat  sheet  for  
experimental  learning:
TRUTH  #4: You  won’t  know…  if  you  don’t  try.
Inertia  is  a  stubborn  
little  bugger.
#SHESUMMITS16
WE  DARE  YOU...
#SHESUMMITS16
WE  DARE  YOU…
to  commit  to  try  an  experiment  
at  your  very  next  meeting
#SHESUMMITS16
Activity: We  are  going  to  design  
an  experiment  to  make  your  next  
meeting  more…
(Pick  1)
efficientfocused
inspiringcollaborative
Getting  specific: If  you  were  
successful  at  that  goal,  what  behaviors  
or  outcomes  would  you  want  to  see?  
(List  2)
1.
2.
Buddy  up: Find  a  partner  and  share  
your  goal  and  desired  outcomes.  
(2  mins)
Brainstorm:* Brainstorm  (in  your  pair)  3-­5  ideas  
how  you  might  experiment  around  your  goal(s).  
*Constraints: Your  ideas  must  require  <1  hr,  <$100,  and  <3  people  
Consider  designing  small  experiments  around  the  following  elements:
Commit: Pick  one  idea  to  experiment  
and  fill  out  your  Dare  card.  
What  are  you  going  to  try?  
When?  And  with  whom?
What  are  you  looking  to  learn?
Buddy  up: Find  a  partner  and  share  
your  plan  for  your  next  experiment.  
(2  mins)
Capture  Learnings:  Remember  to  
capture  learnings  from  your  
experiments!
TRUTHS #1:  You  must  embrace  the  unknown.
#2:  You  can  (and  should)  start  small.
#3:  You  must  repeatedly  learn.
#4:  You  won’t  know…if  you  don’t  try.
DARE: Get  to  it!  Don’t  over  think  it.  Try  something  new  
at  your  next  meeting,  capture  your  learnings,  and  build.
#SHESUMMITS16
Thank  you!
Morley  McBride, moemcbride@gmail.com
www.morecreativebydesign.com
Meredith  Olsen,  meredith@smithandbeta.com
www.smithandbeta.com
#SHESUMMITS16
MAKING
MAKING
#SHESUMMITS16
JESSIE DIXON
Chief Operating Officer
AMY MAHER
Vice President, Product
SARA MILLER
Senior Director, People & Culture
Making: Havenly
Disrupting Interior Design
Our Story
• Founded in 2013 by 2 sisters
• Joined as COO and Co-founder in
June 2014
• Raised $13 MM in venture funding to
date
• 40+ people + hundreds of designers
on platform
• Goal: To democratize interior design
How we work
We Match You With Your Perfect Designer
We use an algorithmto assess your style, andmatch you with a few of our traineddesigners.
You choose your favorite.
Who Works With You Online
You get two ideas for your space, and revisions (and designer time) to get the perfect design.
You Buy With Us
You buy whatever you like from your design all in one place, all online,at the best price possible.
We Believe that Everyone
Deserves a Beautiful Home
Disrupting the interior design market
• Pricing
• Workforce
• Vendors
• Product and technology
• Culture
#SHESUMMITS16
Pricing – “Less than a dress”
• Traditional service – hourly +
markup
• $199 per room
• $79 for a mini
• Free Design Quickie through
our App
Workforce
Pairing Excess Supply with
Increased Demand
• Attracting highly skilled but
under-utilized interior designers
• 75% of our designers have
degrees in the field
• Tools for remote work
• Benefits:
• Flexible schedule
• ”Real design work”
• Outsource back-office tasks
Vendors & Product
• The complete “home”
marketplace
• Retail, trade, wholesale
• Stocked, Custom
• Keep your existing pieces
• Design service provides
confidence in the purchase
Making Havenly
Evolution of a disruptive product
• Help clients clearly articulate their needs
• Foster a personal relationship
• Facilitate collaboration between client and designer
People Want This Service - Now What?
#SHESUMMITS16
Version 1: Choose your own adventure - phone or
online
People hated this…
Version 2: Show, Don’t Tell
They Love It!
Our Mission: Become a Client’s “Design BFF”
• Fostering the personal
relationship
• Reduce anxiety of taking offline
world online
• Promote brand loyalty and
repeat purchase behavior
#SHESUMMITS16
Not Everyone is a Phone Call Person
She’s real, we promise!
The online conversation
Make Giving Feedback Delightful and Easy!
Hypothesis: Clients will give helpful, constructive feedback if we
provide structured examples of “negative” feedback and make the
process more visual
Path Forward: Always Be Curious
• Refine the hypothesis with analogs
• Review data
• Client + designer interviews
• User testing
• Iterate
Making Havenly
Team & Culture
Founders
Passionate
Doers
High
Growth
Sustained
Growth
Stages of Startup Teams
#SHESUMMITS16
What is culture?
• How we work
• What we value
• The way we interact
• What gets recognized &
rewarded
• What will make us win
Teams are made.
Culture is articulated.
Ask the current team
• How do they describe
the culture?
• What makes you proud
to be on this team?
• What values & attributes
do you encourage?
Survey
Leadership
• What are your strengths
?
• What drives you crazy?
• What sets you apart?
• What do you value about
the people around you?
• What has made you
successful?
Gather Stakeholders
• Where does everything
intersect?
• Where is the company
going?
• What has made the
company successful to
this point?
• What will you need to
grow?
• Who do you want to
work with?
• Food, and drinks!
How?
Exhibit Gumption Over Perform
Act Like an Owner Stay Playful
At Havenly We…
COURAGE
COURAGE
#SHESUMMITS16
ALE LARIU
Former Executive Creative
Director, Frog Design |
Founder, SheSays Global
ALE	
  INTRO	
  HERE
Today we covered
INSPIRATION EXPERIMENTATION MAKING
#SHESUMMITS16
Courage
INSPIRATION EXPERIMENTATION MAKING COURAGE
#SHESUMMITS16
Courage
INSPIRATION EXPERIMENTATION MAKING COURAGE
An Opportunity?
#SHESUMMITS16
Couragetodo what?
change a habit?
speak up?
start a movement?
to lead?
#SHESUMMITS16
COURAGE AS A SIMPLE QUESTION
What have you got to lose?
Acasestudy
Courage to change the statusquo
#SHESUMMITS16
ALE INTRO HERE
product/service
creation
FROM:
product/service
messaging
TO:
LBi
Agency Republic
McCann Erickson
& others frog design
Courage to changeyour career
Couragetodo what?
change a habit?
speak up?
start a movement?
to lead?
#SHESUMMITS16
Courageto changevs courage to lead
#SHESUMMITS16
Courage to lead
New
Leadership styles
confident
humbleanalytical
focused
resilientdynamic vulnerable
generous
patient
#SHESUMMITS16
confident
analytical
focused
resilient
dynamic
empathetic
vulnerable
generous
patient
humble
#SHESUMMITS16
MASCULINE FEMININE
confident
analytical
focused
resilient
dynamic
empathetic
vulnerable
generous
patient
humble
#SHESUMMITS16
confident
analytical
focused
resilient
dynamic
empathetic
vulnerable
generous
patient
humble
TRAITS A TRAITS B
in your daily life this
translates as
(nothing screams
leadership more than)
Nothing screams
leadership more than:
Empower your team
- and allow for mistakes and controlled risks
- progress vs perfection
PRINCIPLE 1
#SHESUMMITS16
Listening and giving time
PRINCIPLE 2
#SHESUMMITS16
Practice adaptive mentoring
PRINCIPLE 3
#SHESUMMITS16
Courage to change
Grit
PRINCIPLE 1
Be you
PRINCIPLE 2
Have a vision
PRINCIPLE 3
HERE’S MINE:
redefine the way
people connect
and lead
What is yours?
What is yours?*
* don’t worry I hadn’t figured out one I really liked
until a year ago
WHERE TO START
Building a creative
vision is similar to
building a brand
platform
POSITIONING
CORE BELIEF
PROOF POINTS VALUES
FUNCTIONAL BENEFIT EMOTIONAL BENEFIT
WE EXIST TO
WHERE TO START
Find a core belief
WHERE TO START
Positioning: Define how
you are different and what
is unique about you
YOUR VISION
What are you here to do in
the world
WHY?
It helps you build-up courage
ONE tangible thing that you can do today, to build
up courage, is to create your vision
Let’s try!
Wrap-up
Thanks!
SHESAYS DENVER PRESENTING SPONSOR
SHESUMMITS CONFERENCE SPONSORS
SHESAYS DENVER SPONSORS

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